Creative Is Your Targeting Now. Are You Producing Enough of It?

Creative now drives up to 80% of performance on Meta. Which means one thing...

Creative now drives up to 80% of performance on Meta. Which means one thing: if you can’t produce enough of it, you won’t scale.

You Can Probably Feel It Already

CPMs are creeping up. Frequency is rising. Your best creatives don’t last as long as they used to. And when the pressure hits to produce more, nothing is ready.

Here’s a pattern that shows up almost everywhere. Promo periods get fresh creative. BAU periods run on whatever is left. It works, until it doesn’t. Frequency creeps up, performance dips, and the instinct is to wait for the next promo to fix it. The real issue is that BAU creative never receives the same level of investment.

Why Creative Volume Matters More Than Ever

Meta no longer relies on audiences the way it used to. It relies on signals. And today, your creatives are your targeting.

Every new creative gives the algorithm a new angle, a new hook, a new entry point into the auction. Without that constant feed of fresh signals, learning slows, frequency rises, CPMs increase, and growth stalls.

The Question Most Teams Never Answer

Most teams know they need more creatives. But they don’t know how many.

Great creative is table stakes. But, great creative at low volume still starves the algorithm. The question most brands never ask is not just “is this good?” but “do we have enough of it?” And almost no one knows the answer.

Step 1: Find Your Number

Before you fix your output, you need to know what you’re aiming at. That’s where the calculator comes in.

👉 https://thisisnovos.com/paid-media-creative-calculator/

Takes less than a minute. Input your spend, your CPA, and your testing allocation. It gives you a target: how many concepts you need per month and what that looks like week by week.

What That Number Usually Looks Like

Say you’re spending £200K/month, with an £80 CPA, and allocating 10% to testing.

That’s roughly 63 new concepts per month. With 2 formats per concept, that becomes ~126 deliverables per month, or 30+ assets per week.

Most brands at this level are producing 10 to 20 creatives a month. That’s not wrong. It’s just not enough. The algorithm is underfed, and performance reflects it.

One important note: this doesn’t mean 63 new concepts. Most of these should be variations of what already works: new hooks, new edits, new formats, each speaking to a specific persona.

Knowing The Number Is The Easy Part

Most teams get stuck the moment they see it. Producing at that level, every week, is a different challenge entirely. Too slow, too expensive, and most agencies aren’t built for this kind of output.

That’s the real problem to solve.

What We Built at NOVOS

Studio by NOVOS is a creative engine built for exactly this. Powered by the latest AI models, it produces still and video creatives at scale, iterating on what works and adapting assets across personas, hooks, and formats. These aren’t generic AI outputs. The models are guided by our team to ensure every asset is grounded in your brand, your offer, and what the data shows is working.

New assets every week, without the cost structure of a traditional agency.

The brands that win are the ones that learn the fastest. To do that, you need a constant pipeline.

Ready To Start?

Get your number with the calculator first.

Then, if you want to build the system to actually hit it, book a free demo. We’ll show you how Studio by NOVOS works end-to-end.